Sub-titled: PPC Ad Copy Basics. This guide focuses exclusively on Google AdWords PPC ad copy. The guide offers 8 tips for improving your Google AdWords ad copy.

1. PPC 101 | Basics & Best Practices
Ad Copy Edition
8 Tips for Better AdWords Ads (and Bing Ads too!)
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2. THE CANVAS – ANATOMY OF AN ADWORDS AD
25
Headline Blue Text
Characters
Display Green Text
35
URL Characters
Black Text, 35
Body Two Lines Characters
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3. TIP #1: Always Capitalize The First Letter Of Every Word
Space is at a premium when composing ads and it is important to try different
strategies that make your ad stand out from the competition.
ü Capitalizing every word is an ad copy tactic that is proven to be successful.
Ad #1: OK  Ad #2: Better 
Ad #1 appears sloppy and Ad #2 uses capitals and is much
doesn’t demand attention. cleaner and easier to read!
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4. TIP #2: ALWAYS USE A CALL TO ACTION
ü Including a “call to action” phrase is a proven
tactic for higher-CTR.
ü A good call to action is short and precise,
drawing attention and encouraging clicks on
your ad.
Some examples of a call to action are:
• “Learn More”
• “Find Out How”
• “Request Free Trial”
• “Buy Now”
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5. TIP #3: USE KEYWORDS IN HEADLINES & AD COPY
Using keywords in headlines & ad copy is proven to generate higher
CTRs because:
ü Ads better reflect the searchers intention
ü Keywords are bolded in the ad, drawing more attention
Ad #1: OK  Ad #2: Better 
Ad #2 includes several
Ad #1 only includes one
bolded keywords, making
keyword in the ad copy the ad stand out!
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6. TIP #4: USE AN EXCLAMATION POINT!
Utilizing the exclamation point to emphasize a
sale or call to action can be very effective by
drawing users’ attention to your ad
ü Google allows the use of one (1) exclamation point in an ad
ü Combine the exclamation point with your call to action
ü The exclamation point cannot be in the headline, but can be used in
Line 1 or 2
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7. TIP #5: TEST, TEST, TEST!
ü Test different variables within your copy,
including headlines, DKI, call to action, etc.
ü Simplify ad copy tests using the AdWords
’label’ feature
• Labels make it easier to track performance and
determine when one ad is better than the other
Using labels for your ads
allows a quick & easy
performance comparison
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8. TIP #6: ROTATE YOUR ADS
ü Make sure your ad delivery method is set to ‘rotate’
ü ‘Rotate’is an ideal setting for A/B testing.
– The default AdWords setting is ‘optimize’, which sounds great,
but the approach is flawed if you’re actually trying to A/B test
your ads
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9. TIP #7: STAND OUT!
Try differentiating yourself from the competition. There can
be a lot of “copycat” ads for competitive keywords in
AdWords. If everyone is following the same “best practices” –
then the ads all start to look the same.
ü Use the ad preview tool to see what
copy your competitors are doing
ü What can you do better?
ü How can you make your ad stand out?
ü Test Your Ideas!
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10. TIP #8: EXPERIMENT
Think outside of the box when strategizing new ways to maximize the
usage of the small space available for ad copy.
Amy
Example: Testimonials in Ad Copy
One of my favorite (and most successful) ideas that I have utilized is using customer
testimonials in ad copy. This is a unique way to show searchers that you have a reliable
product or service that is endorsed by others.
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11. There You Have It – 8 Tips for Better AdWords Ads
Please feel free to reach out to us!
Email: info[at]amplify-interactive.com
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